Instagram IGTV launches today: here’s how it works

Instagram on Wednesday launched IGTV, a new long-from video platform that gives marketers another way to reach its vast audience - which now stands at 1 billion users.

IGTV is available both as an app and a tab in the main Instagram application.

"IGTV is built for how you actually use your phone: vertical and full screen", Instagram explained during the reveal of IGTV.

Instagram on Wednesday (June 20) announced a new in-app feature and standalone app that will allow users to post videos of up to 60 minutes. You can still like, share and comment on videos, just like on YouTube, but it keeps a slightly different concept with the vertical video thing and the hour-long limit.

This not only will be on your Instagram app, but it's own separate app as well.

The outlet just released its latest update including a new feature, Instagram TV.

IGTV will be making its way to users over the coming weeks.

The Facebook-owned photo sharing service described IGTV as Instagram's "most exciting feature to date" and the beginning of "a new chapter of video on Instagram".

But while the convenience of watching full-screen vertically could be a hit, viewers may not be as pleased about burning their data to load hour-long videos. "IGTV is for watching long-form videos from your favourite creators", said Kevin, at the event.

Mr Systrom said: "The way we are watching video is changing".

IGTV is based around channels, with Instagram users able to follow creators to see their IGTV channel content.

Instagram CEO Kevin Systrom says that the company has no immediate plans to pay creators with large followings yet, but hopes in the future that the idea of advertising and paying users will become a reality. It also pulls from those you follow through Following and pulls the most popular content like Kim Kardashian's KKW Beauty pop up shop.

Instagram today unveiled its newest effort, what it calls IGTV.

Facebook announced Tuesday it would be launching a series of interactive shows on its own video outlet, Facebook Watch.

However, he said that Instagram ultimately wanted to allow creators to make a living on the service.

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